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Programmatic & Building Seasonal Packages May All-Hands Call.

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Presentation on theme: "Programmatic & Building Seasonal Packages May All-Hands Call."— Presentation transcript:

1 Programmatic & Building Seasonal Packages May All-Hands Call

2 In 2014, US adults will spend 23.0% more time with mobile on an average day than in 2013, according to eMarketer’s forecast. “ “ -eMarketer 2014 – Mobile Growth 2

3 Agenda 3 Top Markets & Wins Top Win Spotlight Programmatic Offerings Success Story – Artisan Dental Building Your Own Packages Success Story – Mississippi Gulf Resort Classic Housekeeping

4 25 21 The Virginian Pilot 18 17 16 14 13 11 10 23 22 20 Hartford Courant 19 Fresno Bee 15 12 24 Myrtle Beach Sun News Leaderboard 9 8 6 5 4 3 2 7 1 Orlando Sentinel OnMilwaukee.com Chicago Tribune Columbus Dispatch Naples Daily News St. Louis Post Dispatch Kansas City Star Toledo Blade Vancouver Sun Las Vegas Review-Journal Saskatoon Star Phoenix The Seattle Times Corpus Christi Caller-Times San Diego Union-Tribune The State (Columbia, SC) Allentown Morning Call Edmonton Journal Calgary Herald Madison.com Regina Leader Post LA Times

5 Top New Wins |March $72k Estimated Retail $60k Estimated Retail $53k Estimated Retail $50k Estimated Retail $44k Estimated Retail Fresno Bee Columbus Dispatch LA Times Columbus Dispatch

6 Agenda 6 Top Markets & Wins Top Win Spotlight Programmatic Success Story – Artisan Dental Building Your Own Packages Success Story – Mississippi Gulf Resort Classic Housekeeping

7 Get the word out across New York about a particular political issue The client did have a CTR goal but the primary objective was messaging and delivery Client was very responsive and willing to reallocate budget to ensure delivery Political $130,000 CLIENT OBJECTIVES: IMPRESSION ALLOCATION: Big Win Spotlight 7 Premium News Network Mobile 12% 17% Video Facebook Audience Targeting 12% 26% 33%

8 Agenda 8 Top Markets & Wins Top Win Spotlight Programmatic Success Story – Artisan Dental Building Your Own Packages Success Story – Mississippi Gulf Resort Classic Housekeeping

9 Programmatic – The Questions 9 We are buying programmatically on your behalf. We have entire team powering the real-time bidding programmatic process. A technique of buying inventory to help the buying process be more efficient both on price, and optimization. You don’t NEED to tell your clients you are buying programmatically because they probably don’t care. In some cases it might help, but there is no need to discuss it. Not only is the industry moving more towards programmatic, but it allows our rates to be lower while still offering best in class technology and solutions. Who?What? When? Why?

10 Defining the Space 10 A broad term representing the technology infrastructure that enables media buying automation A method of buying a single impression on an auction-based system in real- time Information placed on a visitor’s computer or mobile device by a web server that can be stored or retrieved when the site is accessed A combined effort of computer automation / bidding and human touch PROGRAMMATICREAL-TIME BIDDING COOKIE TRADING DESK

11 Defining the Technology 11 Gives publishers the ability to increase their website advertising revenues by engaging with multiple demand- side channels Highly automated auction-based marketplaces that facilitate the buying and selling of inventory across multiple parties Helps advertisers, agencies, publishers, and others to control their audience and campaign data, as well as make smarter decisions A technology platform that manages online media campaigns and facilitates the buying of media and data across multiple sources SUPPLY-SIDE PLATFORMAD EXCHANGES DATA MANAGEMENT PLATFORM DEMAND-SIDE PLATFORM

12 What are the “Pipes”? Publisher Inventory Google Ad- Exchange Exchange 2 Exchange 3 Exchange 4 Exchange 5 DSP (SiteScout) DSP (SiteScout) 3 rd Party 1st Party DMP Site Direct Open Auction (Unsold, Remnant) Centro Agency Advertiser Advertiser /Centro Network SSP

13 Solutions EXTENDED REACH MOBILE NETWORK VIDEO NETWORK SEASONALCATEGORYTOPIC RETARGETING ADVANCED AUDIENCE TARGETING MONSTER 13

14 Agenda 14 Top Markets & Wins Top Win Spotlight Programmatic Success Story – Artisan Dental Building Your Own Packages Success Story – Mississippi Gulf Resort Classic Housekeeping

15 Shannon Ward and Jon Kramer Artisan Dental

16 CLIENT BACKGROUND SUNFIRE DIGITAL SUCCESS STORY CAMPAIGN DETAILS Brand New Business: During the needs assessment we found that he wanted to target women ages 25-55 with a HHI over $50K. We went through each of the products that we offer and discussed at length the pro’s and con’s of each. Before making the commitment to the digital campaign, he did an Admail blast with madison.com to announce his open house. In the three days after that blast he said that the traffic from his website increased from around 15 hits per day to over 600 hits per day. The customer originally was originally going to spend no more than $2,000/month on his digital campaign but after a lot of thought and discussion he decided to do a multi- platform approach. Media Plan: The original package included Keyword Search Retargeting, Hyper-Local Mobile, Behavioral Targeting and ROS impressions on Madison.com. Campaign Management: After the campaign was about a month in, the client decided they were very happy with the mobile results and wanted to shift the BT portion of their budget into mobile. Goals & Results: His goal was to get the dental practice to at least 700 customers by the end of summer. Before the campaign started he said that he had 1-2 new clients scheduling appointments per day, since the campaign has started he says that he is scheduling 5-7 new clients per day and is on target to meeting his goal of 700 customers by the end of summer. CAMPAIGN DETAILS Total Spend $14,000 Centro Spend $6,000 Campaign Length Three Months Madison, WI (Zips and Radii) BUDGET ALLOCATION Advanced Targeting Behavioral Targeting 13% Healthcare Dental Search Retargeting 50% 37% Hyperlocal Mobile Day Parting

17 SUNFIRE DIGITIAL SUCCESS STORY WHY DID THEY BUY? We spent a lot of time talking him through all of our products. There were daily emails and questions about all of the aspects of the products he was purchasing and the ads that we were creating. Over 10 hours of pre campaign communication regarding our products and his creative were logged. Through patience and communication we earned his trust and we were able to show that our solutions were superior to the other companies that were pitching the business. At one point he even emailed me one of our competitor’s quotes to show us a spec ad that they had created (he wanted to use some of those ideas). He revealed later that the competitor had given him a 1 month free trial of their products, but he is staying with us. OBJECTIONS OVERCOME He was initially worried about delivery, we assured him that most of the time we over deliver impressions, never under deliver. He was skeptical of how we are able to get his ad in front of a qualified audience, but after we explained 3 rd party data, it was easier for him to understand how we were delivering his ad to the right people. Price was an objection and he asked more than once throughout the process if we could give him a deal. I was unable to give him a deal so we really stressed the value of the solutions through meetings and success stories and he came to see that the value was real. Artisan Dental Healthcare Dental

18 - Scott Andersen, co-owner, Artisan Dental SUNFIRE DIGITAL SUCCESS STORY As a new business in the area we have appreciated the opportunity to work with Sunfire to explore its wide range of product offerings in the digital space and identify the optimal blend of products for growth of a dental office. Both Shannon and Jon invested the time to understand the dynamic operative in the dental marketplace, how to best reach our intended patient population and assisted in crafting a campaign, messages and art work to enable results that are on target. We have also enjoyed the adaptive nature of digital marketing initiatives and our ability to evolve artwork, messaging and emphasis over the course of the entire campaign. We have found this fluid and flexible approach has been especially valuable as a new business in the community. Relative to other marketing mediums we have been delighted with our response rates within digital platforms and have enjoyed our working partnership with Sunfire. “ “

19 Agenda 19 Top Markets & Wins Top Win Spotlight Programmatic Success Story – Artisan Dental Building Your Own Packages Success Story – Mississippi Gulf Resort Classic Housekeeping

20 2020 Pick a Local or National Event Identify Your Audience Building Your Own Package | 3 Easy Steps Choose Your Products #1 #2#3

21 Step #1 |Pick a Local or National Event 21 National Events: National Holidays Religious Holidays Charity Events Historical Months Misc. (Awards season, Super Bowl, March Madness) Local Events: Festivals Concerts/Shows Local Sports Team Local Attractions Restaurant Week

22 Step #2 | Identify Your Audience 22

23 Step #3 | Choose The Right Platforms 23 Localnews.com DisplayPre-Roll Video Mobile

24 Single Total Impressions: 125,000 eCPM: $8.00 Est. Retail Rate: $1,000 Placement Details -DMA or Metro Geo Targeting -Localnews.com ROS -Topic targeting - Sports Total Impressions: 195,000 eCPM: $7.70 Est. Retail Rate: $1,500 Placement Details -DMA or Metro Geo Targeting -Localnews.com ROS or Sports page -Topic targeting – Sports -Advanced targeting – M18-65 Total Impressions: 275,000 eCPM: $7.30 Est. Retail Rate: $2,500 Placement Details -DMA or Metro Geo Targeting -Localnews.com ROS or Sport page -Topic targeting – Sports -Advanced targeting – M18-65 -Mobile –geo fencing 5 home games Double Home Run Sample Local Sports Package SAMPLE RATES

25 2525 Pick a Local or National Event Identify Your Audience Building Your Own Package | Recap Choose Your Products Home Run

26 Building Your Own Package | Promote it! Call out Local Events Identify the audience your customers want to reach Incorporate multiple platforms Include next steps & contact info

27 Agenda 27 Top Markets & Wins Top Win Spotlight Programmatic Success Story – Artisan Dental Building Your Own Packages Success Story – Mississippi Gulf Resort Classic Housekeeping

28 Paul Morrone, Digital Sales Manager, Sun Herald Mississippi Gulf Resort Classic

29 MS Gulf Resort Classic CLIENT BACKGROUND SUN HERALD DIGITAL SUCCESS STORY CAMPAIGN DETAILS Client previously used Print, Television, Radio and Yahoo! to reach their audience. We’ve had a relationship with this client for many years. We’ve always served them great exposure through our print products and, as time progressed, through our own.com site. Last year we were able to serve their ads on Yahoo! – all in our DMA only. CAMPAIGN DETAILS Total Spend $10,000 Centro Spend $6,700 Campaign Length Two Weeks! Biloxi-Gulfport DMA & 115 mile radius around event center BUDGET ALLOCATION Desktop Display Extended Reach, Monster Ads, PNN, Category Event-Based Tablet Hyperlocal Mobile

30 SUN HERALD DIGITIAL SUCCESS STORY WHY DID THEY BUY? We’re no longer a one trick pony. Instead of our own.com site (which they will still have a presence on), we are able to bring their message in front of an audience that is so much more vast and advanced than we’ve ever been able to offer…and the fact that we can take care of all of this from one location was key. OBJECTIONS OVERCOME To be truthful, there weren’t any! ADDITIONAL COMMENTARY There will be more great success stories coming from large events such as this one – especially since we can really fulfill any of their needs in any location. I think this was a huge value prop that we were able to present to them. MS Gulf Resort Classic Event-Based

31 Agenda 31 Top Markets & Wins Top Win Spotlight Programmatic Success Story – Artisan Dental Building Your Own Packages Success Story – Mississippi Gulf Resort Classic Housekeeping

32 3232 Basics Session May 15 th @ 11am CDT Advanced Session- The Art of Renewal & Use of Performance Reports May 15 th @ 11:30am CDT TRAINING THURSDAY HOUSEKEEPING Friday, May 23 rd Centro offices will close at 2pm Monday, May 26 th Centro offices will be closed MEMORIAL DAY!

33 Contest Dates: We will be accepting entries until May 31 st Prizes: All valid submissions will receive a $10 Starbucks Gift Card Success Stories featured on an All-Hands Call will receive a $50 Amazon Gift Card All valid submissions will be entered into the Grand Prize Drawing for an iPad Mini! SUCCESS STORY CONTEST!

34 THANK YOU! 34


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